From March 2014, the Lorna Jane range including the newly created ‘Uniquely’ by Lorna Jane will be available in David Jones’ flagship CBD stores nationally.

“We decided to partner with David Jones because they are Australia’s leading fashion department store,” label founder Lorna Jane Clarkson said in a press release this morning.

“This relationship proves that activewear is no longer confined to formal exercise, but has become a fashion staple for modern women that want their wardrobe to connect with their lifestyle.”

Indeed, the activewear market grew by more than 7.5 per cent in 2013 and expectations are that it will continue to grow.

The slogan shirts Lorna Jane is renown for.Source:News Limited

“For some time we have noticed an increasing lifestyle trend in Australia particularly amongst our customer, where activewear has evolved from being garments of functionality to becoming fashion wear that doubles up as casual wear on weekends,” David Jones General Manager Womenswear, Sophie Clark, said.

There are no reports that Lorna Jane stores will cease trade.

“I hope this partnership with David Jones encourages more women to embrace active living and ultimately lead better, healthier lives,” said Lorna Jane Clarkson.

Lorna Jane has been operational for 25 years, with Clarkson opening her first store in Brisbane’s CBD in 1993.